Word: ms
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...self-proclaimed `spokesmen' for the Black community--Rev. Al Sharpton. C. Vernon Mason and Alton Maddox--have been giving advice to Ms. Brawley, the teenage girl who alleges that she was kidnapped, raped and abused for four days by a group of whites in upstate New York...
...just as Sassy and the new Ms. were hitting the newsstands, Warwick Fairfax, the company's 27-year-old chief, decided to sell his fledgling American subdivision. At that point, Yates exercised an option to buy the two magazines. Yates and Summers are reluctant to disclose details of the purchase, but they insist that their backers, which include the State Bank of New South Wales and a major U.S. bank, have provided their new company, Matilda Publishing, with enough cash to get through the start-up period...
They will need it. Although a trailblazer when it was founded in 1972, Ms. (circ. 485,000) has never been a financial success. Advertisers have always been cool to the magazine, and "the editorial voice failed to move with the times," says Yates. In an effort "to reflect the pragmatism of women as they move into the 1990s," Yates and Summers embarked on an expensive make-over, increasing the magazine's size and introducing a less cluttered design...
Freed from editorial restrictions placed on it when it was published by a tax-exempt foundation, Ms. now features political coverage and a revamped news section. Current articles stress solid reporting and are deliberately less doctrinaire. "Ms. approaches the world with 'feminist' assumptions, but it doesn't mean we use the word in every sentence," says Summers. Despite these changes, the new Ms. is still in transition. "We are neither a workingwoman's magazine nor a traditional woman's magazine, nor a fashion magazine," declares Summers, unwittingly leaving the impression that she is far more certain about what Ms...
...already has a circulation of 280,000, a figure Yates predicts will balloon to 1 million over the next five years. That would put Sassy in the same league as its chief competitors, Seventeen (circ. 1.86 million) and Teen (circ. 1.19 million), and make it much more successful than Ms. has ever been. Which prompts an obvious question: Will Sassy readers grow up to become Ms. subscribers? "I don't think there's a teenage girl who doesn't think she will have a worthwhile career and do anything a boy can do," says Yates, "so there certainly seems...